Shareaholic, a content discovery and sharing platform, found in a recent report that 51 percent of Facebook referrals come from mobile.
The new findings are a follow-up to Shareaholic’s October report, which includes four extra months of data. What they found is that Facebook mobile is sending more referrals, meaning the mobile base continues to grow along with Facebook’s overall user base.
Mark Zuckerberg, Facebook’s CEO, posted to his Facebook page how WhatsApp will work with Facebook:
WhatsApp will continue to operate independently within Facebook. The product roadmap will remain unchanged and the team is going to stay in Mountain View. Over the next few years, we’re going to work hard to help WhatsApp grow and connect the whole world. We also expect that WhatsApp will add to our efforts forInternet.org, our partnership to make basic internet services affordable for everyone.
WhatsApp will complement our existing chat and messaging services to provide new tools for our community. Facebook Messenger is widely used for chatting with your Facebook friends, and WhatsApp for communicating with all of your contacts and small groups of people. Since WhatsApp and Messenger serve such different and important uses, we will continue investing in both and making them each great products for everyone.
WhatsApp had every option in the world, so I’m thrilled that they chose to work with us. I’m looking forward to what Facebook and WhatsApp can do together, and to developing great new mobile services that give people even more options for connecting.
WhatsApp’s brand will be maintained (and ad free, according to the company) and CEO Jan Koum will join Facebook’s board of directors.
One of the most impressive facets of Facebook’s development as a company has been its international growth. In Q4 2012, Facebook’s ad revenue from Asia was $168 million. That has nearly doubled, to $318 million in Q4 2013. In countries outside of the U.S., Canada, Europe and Asia, ad revenue grew from $156 million in Q4 2012 to $300 million in Q4 2013.
The major factor, notes Upstream Head of Engagement Management Markellos Diorinos, has been Facebook’s ability to make the site viable and valuable on mobile phones all over the world. As Facebook for Every Phone becomes more popular by the day, and Mark Zuckerberg’s vision of connecting the world through Internet.org starts to take hold, Facebook becomes a more serious player in emerging markets. In Upstream’s findings, while mobile may garner fewer impressions, the value-per-impression is 92 percent higher than desktop.
What’s next for Facebook? Diorinos sees great untapped potential in Africa.
Facebook’s Q4 earnings report revealed that mobile advertising, which Facebook only began offering a year and a half ago, now accounts for 53 percent of the social network’s overall advertising business. With a reported 556 million mobile daily active users, mobile is set to be a major driver in Facebook’s continued success.
With Facebook’s continued momentum in mobile advertising comes other areas of opportunity for brands and advertisers, including improved Custom Audiences, auto-play videos, and more effective campaign measurement capabilities.
Below, we’ve outlined the five most important takeaways from the Q4 earnings report:
Facebook’s rumored reader app, Paper, is coming to iPhones on Feb. 3, the company announced early Thursday morning. Paper is somewhat comparable to Flipboard, in that it’s a way for Facebook users to discover news and share it with friends on the social network. Facebook CEO Mark Zuckerberg said in Wednesday’s Q4 earnings call that more standalone apps from Facebook are in the pipeline, and then the company launched one less than 24 hours later.
In a highly visual manner, users can scroll through the top stories of the day and see what stories their friends are sharing and talking about. These will include news stories from sources such as CNN and Huffington Post, as well as news from friends, relatives and other connections.
Developed by a team of about 15 people, Facebook is launching Paper first for the iPhone, and then will see what kind of feedback the app gets before considering rolling it out to Android or other devices.
In October, Facebook started testing an addition to Custom Audiences that would allow marketers to target people who had used a certain mobile app or visited a website. The company announced Tuesday that it is rolling out this capability for all.
Facebook explained this technology in a Facebook for Business blog:
For instance, a travel website with the remarketing pixel could use Custom Audiences to reach a group of people — say, people that searched for flights but never made a reservation — with a targeted message in News Feed: Come back for 10% off your next flight reservation. Similarly, a retail mobile app could build retargeting campaigns by installing the Facebook or third-party SDK in their mobile app and target people on mobile or desktop, encouraging them to come back and purchase the items left in their shopping cart.
Additionally, as seen above, Facebook added more call-to-action buttons for News Feed page post ads: Shop Now, Learn More, Sign Up, Book Now or Download.
Facebook will start testing the delivery of ads in select mobile apps, the company announced Wednesday. As more users turn to mobile, Facebook advertisers have been looking for ways to reach these people.
Facebook notes that the goal of this test is to demonstrate that Facebook can drive results both on and off the site.
When asked which apps would be a part of the test, a Facebook spokesperson noted that the company has nothing else to share at this time.
It looks like Facebook may be testing a new design for its flagship Android app, bringing home some visual elements — namely, more white — present in its Messenger app.
Inside Facebook reader Thodoris Konsoulas of Greece noticed that the Facebook for Android design is markedly different, as seen above. He is not in the Facebook for Android beta testing group, he noted.
We’ve reached out to Facebook about this and will update the story if we hear back.
ShopIgniter, a Facebook Preferred Marketing Developer, recently developed a way to track conversions gained from a Facebook mobile ad. The company developed a landing page for mobile web that allows marketers to track conversions and actions on mobile regardless of the ad’s original goal or intent.
The mobile web landing page generates a URL tag that marketers can track to see when customers made significant actions, such as adding an item to the cart. One major automotive retailer using ShopIgniter’s technology experienced add-to-cart rates of 13 to 27 percent via the mobile web landing page linked to in a Facebook ad. ShopIgniter reports that users viewing the landing page would usually interact with 2 or 3 things.
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